{"id":47294,"date":"2021-09-13T10:25:00","date_gmt":"2021-09-13T14:25:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=47294"},"modified":"2026-01-21T17:26:47","modified_gmt":"2026-01-21T21:26:47","slug":"creative-selling","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/creative-selling\/","title":{"rendered":"Creative Selling: Creativity as a Sales Tool"},"content":{"rendered":"\n<p>Do you want to spice up your sales game? How can adding a little bit of creativity to your product pitch increase your chances of closing?<\/p>\n\n\n\n<p>Most people think of creativity as something that applies to arts or literature. However, creativity is simply the process of creating something\u2014and when you\u2019re selling, you\u2019re creating a business where there was none before. When you can increase your creativity, you can increase your success rate in closing sales and therefore <a href=\"https:\/\/www.shortform.com\/blog\/how-to-increase-your-earnings\/\">increase your earnings<\/a>.<\/p>\n\n\n\n<p>Keep reading to learn how creative selling can enable you to find more customers and opportunities.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p><em>Editor\u2019s note: This article is part of&nbsp;<a href=\"https:\/\/www.shortform.com\/blog\/hub\/society-culture\/arts\/creativity-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">Shortform\u2019s guide to creativity<\/a>. If you like what you read here, there\u2019s plenty more to check out in the guide!<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-creativity-in-sales\">Creativity in Sales<\/h2>\n\n\n\n<p>When you engage in many of the practices of selling\u2014looking for prospects, presenting solutions, answering questions and objections, <a href=\"https:\/\/www.shortform.com\/blog\/closing-the-deal-in-sales\/\">closing the sale<\/a>, and getting referrals\u2014you\u2019re accessing your creativity to <a href=\"https:\/\/www.shortform.com\/blog\/hub\/personal-life\/relationships\/how-to-connect-with-people\/\">connect with people<\/a>.\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Prospecting: <\/strong>Finding more and better prospects through innovative ways will open up opportunities.<\/li>\n\n\n\n<li><strong>Discovering buying motives: <\/strong>Figuring out how to get your customers to open up to you and reveal to you their underlying desires and fears takes creativity. The better you can figure them out, the better you can answer both their questions and their objections.<\/li>\n\n\n\n<li><strong>Discovering additional benefits: <\/strong>When you can creatively figure out new applications for your product, you can open up markets that didn\u2019t exist before.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-increase-your-creativity\"><strong>Increase Your Creativity<\/strong><\/h3>\n\n\n\n<p>Everyone is naturally creative on a daily basis\u2014every time you think of new ways to avoid traffic, you\u2019re using creativity. When selling, you use your creativity every time you convince someone of the value of your product. Creativity is a skill you can improve, and there are several things you can do to spark your creative thinking.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-educate-yourself\"><strong>Educate Yourself<\/strong><\/h4>\n\n\n\n<p>Before you can tap into the full potential of your creativity, you need as much information as possible about your <em>product<\/em>, your <em>market<\/em>, and your <em>competition<\/em>. Get specific and do a full analysis:<\/p>\n\n\n\n<p><strong>1. Study your product: <\/strong>Read all the information supplied by your company and search out more information online or by talking to people. Ask yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What are the five to 10 best features of your product?<\/li>\n\n\n\n<li>Why does a customer buy this product? What benefits is she usually after?<\/li>\n<\/ul>\n\n\n\n<p><strong>2. Study your customers: <\/strong><a href=\"https:\/\/www.shortform.com\/blog\/become-an-expert\/\">Become an expert<\/a> in your market, in what your customers need and what challenges they face in their industries. Ask yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What qualities does your ideal customer have?<\/li>\n\n\n\n<li>What qualities do most of your existing customers have? (Apply the <a href=\"https:\/\/www.shortform.com\/blog\/80-20-law\/\">80\/20<\/a> Rule to your customers: Examine the 20 percent of your customers who make up 80 percent of your business. What do they have in common?)<\/li>\n\n\n\n<li>What changes are happening in your field at the moment? Who are your customers likely to be in one year? In five years? In 10 years?<\/li>\n\n\n\n<li>What other customers might benefit from your products or services that you haven\u2019t reached yet?<\/li>\n<\/ul>\n\n\n\n<p><strong>3. Study your competitors:<\/strong> Find out what they\u2019re selling and what benefits they\u2019re emphasizing.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who are your primary and secondary competitors?<\/li>\n\n\n\n<li>Why does a customer buy this product from your company rather than a competitor\u2019s?<\/li>\n\n\n\n<li>How does your product outperform your competitor\u2019s?<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-mindstorm\"><strong>Mindstorm<\/strong><\/h4>\n\n\n\n<p>After you\u2019ve fully educated yourself and thought through every aspect of your product and market, you can <em>mindstorm<\/em> to spark your creativity and inspire ideas. This method works by recognizing three things that <a href=\"https:\/\/www.shortform.com\/blog\/stimulate-creativity\/\">stimulate creativity<\/a>:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Goals: When you have a clear goal, you\u2019ll <a href=\"https:\/\/www.shortform.com\/blog\/how-to-become-more-creative\/\">be more creative<\/a> in finding ways to achieve it.<\/li>\n\n\n\n<li>Problems: When faced with pressing problems, you\u2019ll be more resourceful in solving them.<\/li>\n\n\n\n<li>Questions: When you ask yourself focused and specific questions, you\u2019ll come up with innovative answers.<\/li>\n<\/ol>\n\n\n\n<p><strong>Start by writing down your biggest goal or most challenging problem, in the form of a question. <\/strong>For example, \u201cHow can I increase my income over the next year?\u201d The more specific you are, the better: \u201cHow can I increase my income from $60,000 to $80,000 over the next year?\u201d<\/p>\n\n\n\n<p><strong>Then, write out 20 answers to that question. <\/strong>Write them in first person, present tense, and be specific. For example, instead of writing, \u201cMeet more customers every week,\u201d write, \u201cI meet with four additional customers every week.\u201d<\/p>\n\n\n\n<p>From your 20 answers, <strong>choose one idea that you can implement immediately.<\/strong> Then, implement that idea without delay. Acting swiftly on an idea you generate inspires your brain to continue generating more ideas. You\u2019ll find you have insights coming to you all day long about <a href=\"https:\/\/www.shortform.com\/blog\/how-to-sell-more-products\/\">how to sell more<\/a> effectively and accomplish more.&nbsp;<\/p>\n\n\n\n<p>If you use this method every day, you will end up with hundreds of usable ideas every year that can propel you toward both your personal and career goals.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-use-your-creativity-to-increase-your-sales-nbsp\"><strong>Use Your Creativity to Increase Your Sales&nbsp;<\/strong><\/h3>\n\n\n\n<p>By increasing your creativity, you\u2019ll find innovative ways to track down new business (prospecting) and to engage your customers (through strategic selling). We\u2019ll explore both below.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-creativity-in-prospecting\"><strong>Creativity in Prospecting<\/strong><\/h4>\n\n\n\n<p>Getting creative in finding prospects might be the easiest way to increase your sales. If you can identify people who are not yet your customers but who might become customers, you can increase your sales dramatically.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-find-noncustomers\">Find Noncustomers<\/h5>\n\n\n\n<p>To increase your pool of prospects, look beyond the usual <a href=\"https:\/\/www.shortform.com\/blog\/customer-segmentation-analysis\/\">customer segments<\/a> that you typically approach to find <em>noncustomers<\/em>\u2014people who don\u2019t use your product for some reason. Closely examine these noncustomers and ask yourself why they don\u2019t buy your product. Ask yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Is your product not applicable to their needs? Or do they just not realize it\u2019s applicable?&nbsp;<\/li>\n\n\n\n<li>What objection of theirs would you need to overcome to turn them into customers? How can you override the fear that is holding them back?<\/li>\n<\/ul>\n\n\n\n<p>Once you&#8217;ve identified some ways in which you can appeal to potential customers, find ways to demonstrate to them that your product meets their specific needs.&nbsp;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-use-testimonials\">Use Testimonials<\/h5>\n\n\n\n<p>A creative way to seek new customers is to use a testimonial letter\u2014a letter from an existing customer vouching for your product, service, company, or you yourself.&nbsp;<\/p>\n\n\n\n<p>People by nature value the opinions of others, but they are naturally suspicious of your opinions when you\u2019re trying to sell them something. Consequently, when a prospect hears you say how wonderful your product is, she discounts your claim. However, when she hears the same thing from someone else, she believes it. In fact, 85 percent of all sales happen only after one person has heard a positive review from someone else. This is often called \u201cword-of-mouth advertising.\u201d<\/p>\n\n\n\n<p>To get these letters of recommendation, simply ask existing happy customers for them. More often than not, they\u2019ll be happy to recommend a product or service that they\u2019re pleased with. If your customer is particularly busy, you can even offer to draft a letter for her to write up on her own letterhead. This sometimes makes the process easier for the customer, and they\u2019re happy to comply.<\/p>\n\n\n\n<p>You can get general letters of recommendation, and you can also get letters that counter specific objections. For example, if you often hear that your product is expensive, you can ask an existing customer to write a letter saying that even though the product costs more than some competing products, she has found it\u2019s been worth the extra money because of the increased benefits she\u2019s received from it.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-creativity-in-strategic-selling\"><strong>Creativity in Strategic Selling<\/strong><\/h4>\n\n\n\n<p>Improve your creative selling by thinking strategically. Four strategic selling techniques can improve your <a href=\"https:\/\/www.shortform.com\/blog\/sales-success\/\">sales success<\/a>. Use these techniques as a framework within which you can get creative:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Specialization: <\/strong>When you specialize, you focus on servicing a narrow customer segment. You might specialize in a geographic region, a certain industry, a type of customer, or a particular benefit of your product or service. Being a specialist rather than a generalist can set you apart as an expert and can thus help you earn sales more easily. Get creative in your specialization: What customers might you look for who are currently underserved?<\/li>\n\n\n\n<li><strong>Differentiation: <\/strong>When you differentiate, you define what makes your product or your company different from a competitor\u2019s. This is called your <em><a href=\"https:\/\/www.shortform.com\/blog\/business-competitive-advantage\/\">competitive advantage<\/a><\/em>\u2014the reason a customer will buy from you and not from someone else. For example, a company might sell computers and software that are comparable to their competitors\u2019, but if they have a reputation for providing excellent customer service to help a company run those computers, they have a competitive advantage and a unique selling proposition that their rivals don\u2019t offer (this was IBM\u2019s strategy in the 1980s). Get creative in defining your competitive advantage: How might you position a benefit so that it makes your product more special than another?<\/li>\n\n\n\n<li><strong>Segmentation: <\/strong>Once you\u2019ve established your area of specialization and what differentiates you from your competition, examine which segment of your customers can benefit most from your product. Imagine running an ad for your \u201cideal customer.\u201d What would that ad say? Get creative: Who are some customers within your area of specialization that competitors might overlook?&nbsp;<\/li>\n\n\n\n<li><strong>Concentration: <\/strong>Successful salespeople focus on the prospects who have the most potential. If you concentrate your efforts on the two or three customers who might earn you large sales, you\u2019ll earn your income more efficiently than if you spread your time among many prospects who might only buy small amounts. This might be the difference between mediocre and great success. Get creative: How can you turn a valuable customer into an extremely valuable one?<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Do you want to spice up your sales game? How can adding a little bit of creativity to your product pitch increase your chances of closing? Most people think of creativity as something that applies to arts or literature. However, creativity is simply the process of creating something\u2014and when you\u2019re selling, you\u2019re creating a business where there was none before. When you can increase your creativity, you can increase your success rate in closing sales and therefore increase your earnings. Keep reading to learn how creative selling can enable you to find more customers and opportunities.<\/p>\n","protected":false},"author":7,"featured_media":13319,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,103],"tags":[473],"class_list":["post-47294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-sales","tag-the-psychology-of-selling","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Creative Selling: Creativity as a Sales Tool - Shortform Books<\/title>\n<meta name=\"description\" content=\"When you increase your creativity, you can increase your success rate in selling. Here are some tips to help spice up your sales pitch.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/creative-selling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creative Selling: Creativity as a Sales Tool\" \/>\n<meta property=\"og:description\" content=\"When you increase your creativity, you can increase your success rate in selling. Here are some tips to help spice up your sales pitch.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/creative-selling\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-13T14:25:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-21T21:26:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/memory-cues-moonwalking-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1701\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/creative-selling\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/creative-selling\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Creative Selling: Creativity as a Sales Tool\",\"datePublished\":\"2021-09-13T14:25:00+00:00\",\"dateModified\":\"2026-01-21T21:26:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/creative-selling\/\"},\"wordCount\":1603,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/creative-selling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/memory-cues-moonwalking-scaled.jpg\",\"keywords\":[\"The Psychology of Selling\"],\"articleSection\":[\"Communication\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/creative-selling\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/creative-selling\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/creative-selling\/\",\"name\":\"Creative Selling: Creativity as a Sales Tool - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/creative-selling\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/creative-selling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/08\/memory-cues-moonwalking-scaled.jpg\",\"datePublished\":\"2021-09-13T14:25:00+00:00\",\"dateModified\":\"2026-01-21T21:26:47+00:00\",\"description\":\"When you increase your creativity, you can increase your success rate in selling. 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